Image by supertin via Flickr.

Image by supertin via Flickr.

Video sharing services like Youtube, Vine, Instagram and Vimeo are some of the most popular and fastest growing platforms on the web. And A 2014 benchmark study by the Content Marketing Institute found that 72 percent of B2C marketer content takes the form of video.

But the rise of video has a lot to do with the nuts and bolts technology that makes it possible, and while video production is way cheaper than it was even a couple of years ago, it’s still expensive (Vine and Youtube uploads not withstanding), forcing many smaller companies to choose between the timeliness, quality or quantity of content they produce. But that might not be the case for much longer.

Video gets clouded

A digital asset management system stores video and allows multiple

A digital asset management system allows multiple people to work on the same file.

Cloud-based services like Google Drive, Apple iCloud, Dropbox and Box have introduced people to the idea of working remotely on a single document or capturing images and storing this data within a remote server. As bandwidth increases, so are the number and size of files we’re sharing.

Sadly, these freedoms haven’t been entirely available to video content creators, as the relative size of content and strict security requirements has made it almost impossible or prohibitively expensive to operate in the cloud, especially as video screen resolutions keep enlarging.

Thankfully, solutions are beginning to appear. New companies are springing up, promising to wrangle data and store it cheaply and efficiently in what have come to be known to video content creators as digital asset management systems, or DAMs.

For the first time, one system can manage all files, which means multiple people can work on the same files without manipulating their physical location. In a word, life has become easier – and cloudier – for video editors.

Video editing gets instantaneous

Now that it’s possible to manipulate content collaboratively, content creators have set their sights on the ability to edit video as it’s shot, much like how we can simultaneously create and edit text files in the cloud.

But for that to happen, video needs to arrive in cloud-based storage as it’s being shot, which has been an impossible feat until recently. At the 2013 National Association of Broadcasters convention in Las Vegas, Verizon and JVC showcased this ability using a high-speed cellular modem attached to a high definition video camera.

As this technology improves, the cost of shooting and editing video will decrease, along with response times. We might even see the disappearance of those iconic news vans.

This JVC camcorder is equipped with live HD transmission to a broadcast facility via Verizon's high speed network.

This JVC camcorder is equipped with live HD transmission to a broadcast facility via Verizon’s high speed network.

New technology, new possibilities

So what does this mean for video content creators and their audiences?

Imagine releasing a new product and being able to use a local film crew near your production line in China to show how the product is made at the factory. You might have another crew in your main office in London simultaneously filming interviews with your CEO and product manager. All this footage would be sent to a server in California as it’s being shot.

Meanwhile, two editors are working on a cut of your new video showcasing the product. Once completed, video is sent to your server for approval and is then published on your website. The entire process might take 24-48 hours.

And the potential also extends to consumer products. Facebook already allows you to create collaborative albums with your friends, why not a collaborative bin in Vimeo to assemble a film?

It might not be long before you start to see editing programs like Apple’s Final Cut X offered in iCloud alongside the recently released iWorks cloud applications. It’s entirely possible that you may finish editing your cousin’s wedding video on your phone or tablet using beautiful high definition clips and photos from all the guests long before the couple drives away on their honeymoon.

The possibilities may soon be limited only by your device’s bandwidth and your marketing department’s imagination.